Breeze, HubSpot's Artificial Intelligence

In 2025, adopting artificial intelligence in business is no longer an option but it has become a strategic lever. This is especially true when it comes to CRM, which is why HubSpot created Breeze, an AI-powered tool designed to enhance marketing, sales and customer service. 

In this article we’ll explore what makes Breeze a powerful and innovative solution, analyze its main features and understand why it represents a strategic asset for growth-oriented companies. 

A shifting landscape

AI is transforming how businesses understand, manage and interact with their customers. The data speaks for itself: AI adoption in sales and marketing is on the rise, driven by the need for personalized experiences, process automation and fast data-driven decisions. According to a report of Ascend2, as of January 2025 approximately 17% of marketers say they extensively use AI in data-driven marketing. Additionally, 85% of professionals believe that AI is effective in achieving marketing goals and 25% consider it the most effective tool. Marketing research shows that businesses integrating AI into their CRM workflows see significant gains in operational efficiency, customer engagement, and ROI. This is no longer just a trend but a deep and structural shift in how companies operate.

To address this growing demand, HubSpot launched Breeze, a suite of AI-powered tools embedded in the CRM platform. In HubSpot’s 2025 report “AI Trends for Marketers,” two-thirds (around  66%) of global marketers use AI in their work and 89% of AI users stated that the built-in features have increased their overall usage of the platform. 

What is Breeze?

Breeze is HubSpot’s native AI toolset powered by various LLMs (including those of OpenAI, Anthropic, Stability AI and Mistraal) designed to support sales, marketing and customer service with smart automation.  Unlike other AI tools, Breeze isn’t a separate app, it’s deeply integrated across HubSpot’s ecosystem: CRM, automation, ticketing, campaigns, CMS and beyond. 

In marketing, Breeze helps expand the impact of marketing activities. It allows to generate qualified leads and grow audience, automate customized campaigns, simplify content creations and increase productivity. 

For sales-related activities, it supports the construction of high-quality pipelines, facilitates personalized contact with prospects and streamlines business process management by automating repetitive tasks to conclude more deals in less time. 

As for customer service, Breeze enables to scale service operations while maintaining simplicity, offer real-time responses and turn every interaction into an opportunity to create value and loyalty. 

How does Breeze work?

Breeze consists of three core components:

• Copilot: an AI in-app companion that assists with writing emails, summarizing data and creating content and campaigns. Connected directly to the CRM, it delivers personalized results based on platform data.

• AI Agents (Customer, Prospecting, Content): specialized assistants for marketing, sales and customer service. Each agent has a clear role: handling requests and supporting customer journey stages, generating new leads, accelerating the sales pipeline and creating conversion-focused content.

• Breeze Intelligence: enhances company records by filling empty fields and updating outdated contact info using public sources and third-party data providers. It also detects buyer intent to help prioritize the right leads.

These features are embedded throughout HubSpot, providing continuous and intelligent support across the entire customer lifecycle, thus improving productivity and outcomes.

Who is Breeze for?

Whether you're a growing startup, a structured SME or a multinational, Breeze adapts flexibly to any organization. It’s particularly suited for:

• Teams looking to boost efficiency and accelerate daily activities without hiring more staff.
• Marketers seeking effective automation, high-performing campaigns, engaging landing pages and quality content quickly and easily.
• Sales teams aiming to streamline internal processes, automate follow-ups and keep the CRM updated while reducing manual work.
• Support teams overwhelmed by ticket volume who want to speed up handling requests while maintaining quality service.
  
  

Why choose Breeze over “other AI tools”?

As mentioned previously, Breeze is a native feature of HubSpot. This means that it does not require external plugins or complex integrations, it is ready to use and fully integrated into the platform ecosystem. Its use is therefore simple, immediate and in continuity with the tools already familiar to HubSpot users.

In addition to the convenience of direct integration, Breeze is distinguished by its multichannel nature. Artificial intelligence is available on tools such as email, chat, CRM and social media, offering concrete support in creating effective, targeted and relevant content for the chosen audience. But it's not just about content, Breeze also streamlines internal flows, automating many repetitive tasks and freeing up valuable time for teams to focus on strategic or more complex tasks.

Another major strength is the reliability of the data on which it relies. Breeze operates from real data collected directly within the HubSpot CRM. This ensures constantly updated analysis based on real customer behavior with obvious benefits for daily marketing, sales, customer service and even content creation activities.

Breeze is one of the features HubSpot is focusing on the most. This innovative new tool is being continuously updated by the development team, which improves it weekly based on user feedback and its performance. This makes it a constantly evolving tool, perfectly aligned with market and user needs.

Conclusion

Numerous companies have seen major improvements in overall business productivity, customer relationships and in terms of ROI thanks to Breeze. For example, US company Sandler achieved 25% more engagement and quadrupled the number of sales leads generated with AI-based personalized experiences. On the other hand, company Aerotech's adoption of Breeze led to a 66% increase in success rate and enabled them to close deals 50% faster, saving the sales team up to 18 hours per week.

In an increasingly competitive and digital marketplace where everyone is talking about artificial intelligence, Breeze stands out because it brings measurable results. Through its deep integration with the HubSpot ecosystem, Breeze enables optimized processes, improved engagement, and increased marketing, sales, and customer service results, turning data and automation into real growth opportunities.

Bring AI into your business

Want to understand what Breeze could do for your team? Contact us today for a consultation.

Looking for a custom agentic experience? Discover AND EMILI's virtual agents.